The News page on Honor’s website was infrequently visited and mostly consisted of funding press releases in 2021. When I joined the company that year, I started ghost-writing thought leadership articles for two of the co-founders. Page views grew dramatically and the average time on page for each article hovered consistently in the 3-minute range, more than tripling the typical average time on page across all industry (54 seconds).

Honor, a San Francisco-based digital health company reimagining how we care for our aging population, acquired Omaha-based Home Instead, the worlds largest home care franchise network, in 2021. Joining the two very different team cultures required discovery sessions with employees at all levels in the company to understand where we could align on the important work we were doing. Partnering with our Sr. Director of Brand Strategy, I developed a brand manifesto, company values, and ways of working that permeated everything we did at Honor, including how employees recognize each other for work well done.

Honor wanted to update its website to lead with recruitment. Attracting engineers and product designers to the aging space posed its share of challenges. Aging isn’t exactly top of mind for many in this audience. Neither was Honor. So we leaned into the reality that we all age, if we’re lucky. And at Honor, we have an opportunity to leave a legacy that we could directly benefit from in the future.

Within the first three months after the new website launched, HQ jobs page visits increased 73% and HQ job applicants increased 40.6%.

Honor acquired Home Instead, the world’s largest home care franchise network, in 2021. As we brought franchises onto the Honor Care Platform, we created these two, 2-page sales pieces to help franchise owners sell the benefits of home care on the Honor Care platform. The first 2-pager uses a heavily Home Instead branded approach targeting the franchise’s referral partner network, because they will only interact with the local Home Instead franchise. The second 2-pager takes an Honor-branded approach for families, as they will interact with the Honor Care Team, Care Professionals, and Family App.

The Cusp was a digital health startup that was reimagining how women receive menopause care. In fact, the company was novel in that it was suggesting that menopause care was even a thing worthy of attention. Believe it or not, only 20% of American OBGYN residents receive any menopause training. Because of this, many women had nowhere to go to understand what was happening in their bodies, let alone to get treatment. I wrote blog articles for The Cusp, to help women learn about this phase of their life, what they could expect, and what they could do about it. They say write about what you know about. The timing couldn’t have been better for me to write for The Cusp.

Athleta, one of The Gap brands, is on a mission to empower women and girls to reach their unlimited potential through fitness. When I arrived as Athleta’s Editorial Director, most of their video advertising was outsourced to an ad agency. Bringing my ad agency experience to the brand, I was able to help move all of that work in-house, saving the company money and elevating the creative product, for both Athleta and Athleta Girl brands.

The Challenge

Find a unique, unexpected way to share Omada participant success stories, without breaking the bank.

The Solution

Ask Omada Health Coaches to tell the stories (with the permission of the participant and leaving out any identifying information, of course).

NOTE: My predecessor started this campaign by recording the VO tracks for "Gina" and "Liz" and starting to oversee the animation of "Gina." I took the baton from there to create a cohesive campaign.

The Challenge

We could have easily created long, dry white papers on the subjects of the chronic disease epidemic, value-based health care, and employee wellness. But who wants to read a long, dry white paper about anything, really? We wanted to provide thought leadership that our desired audience would actually read.

The Solution

Write and publish Omada Health white papers as Medium articles, always delivering great storytelling and staying true to our brand voice.

NOTE: Don't let the by-lines confuse you—I was the ghost-writer for these five articles. Click each thumbnail to read the entire article. 

The Challenge

Provide real-world, data-backed evidence to HR leaders that the Omada program pays off, both for their employees and the company.

The Solution

Create data-driven case studies, like this one for Omada client, Iron Mountain. But instead of just showcasing impressive employee participation metrics and positive financial impact, we told the human story of Iron Mountain’s journey to save money and lives.

The Challenge

Once employers grasp the scope of the chronic disease epidemic and its impact on their company, they’re eager to learn about Omada as the solution. But how do we get them to want to learn about the epidemic in the first place? Then how do we make the statistics relevant and digestible?

The Solution

Snacks.

NOTE: Click the final image to link to microsite.

The Challenge

Oakland is a west coast hub for child sex trafficking. DA Nancy O’Malley wanted to raise awareness about the situation with an outdoor campaign. I suggested we could make an even bigger impact with a campaign that could actually help get victims off the streets.

The Solution

Create two separate campaigns: one targeting members of the community and one targeting victims. Both campaigns received a ton of press (US Representative Eric Swalwell even presented the Victims campaign on the floor of the House of Representatives) and trafficked children used the hotline to escape their captors.

The Challenge

Human Trafficking, in its various forms, is the fastest growing criminal industry in the U.S. But most of us have no idea how prevalent it is, nor how it intersects with our lives. How can we raise awareness of the human trafficking happening right in our own communities?

The Solution

Create an outdoor and transit campaign that highlights the most common forms of human trafficking that people could unknowingly be enabling: restaurant workers, nail salon employees, janitorial services, and child sex trafficking. To entice viewers to read the hard-hitting headlines, we created visuals that are very bright and welcoming—a bait and switch technique that human traffickers use to lure their victims. 

The Challenge

Birkenstock was trying to shake their earthy-crunchy image, in order to appeal to a larger audience. To that end, they broadened their line to include more fashionable styles. But "more fashionable" for Birkenstock still wasn't all that fashionable. How could we shift the perception of Birkenstock when they still looked like hippie shoes?

The Solution

Create a visually simple yet stunning commercial with a look and feel that implied high fashion. But instead of talking about the styles, talk about their engineering. And instead of focusing on the shoes, focus on the benefactors of that engineering: the feet. 

The Challenge

Clorox Bleach is synonymous with white. When the company changed the formula to improve it for the first time in the history of the brand, how could we make that meaningful? If it ain’t broke, don’t fix it, right?

The Solution

Reframe our understanding of what white has been up until now.

The Challenge

A lot of consumers assume all Clorox branded products contain bleach. So they wait until their kids are napping or not in the house to use them, and use a kitchen sponge or paper towel to clean up small messes in the meantime. But that just spreads germs around. How can we get them to switch out their sponge or towel for CDW?

The Solution

Show them how CDW integrate easily into parenting moments.

The Challenge

The client wanted a before and after demo to show how Tilex kills mold. Ew. 

The Solution
We came up with one in a heartbeat. 

The Challenge

For years, Swiss Miss had positioned itself exactly the same way every other hot beverage had positioned themselves: as the hot drink of choice for the woman who wants to take a little moment just for herself. How could we differentiate it?

The Solution

Make it less about the drink and more about the chocolate. (Duh.)